Please see the new screenshot with no scrolling necessary.

Have you tried to reverse the weight distribution?
Also |O| looks lighter than |N|.

hi riccard0,

Here it is reversed:

I think the way the screenshot is displaying is making the O appear to be lighter than the N. I just checked and they are the same weight.

Probably it works better in the first example. It could not be easy to place as a logo, though.
By the way, the fact that |O| and |N| are the same weight, doesn’t necessarily mean that they’re optically adjusted for every situation: they surely work fine in an even spaced, uniformly coloured word say, in an heading. But here there’s need of hierarchy and direction.

Reversing it was worth a try, but I also like it better the original way. Agree with riccardo that the weight doesn't look right around the o and n.

I had a client who had a very wide logo and it occasionally caused problems when only a narrow space was available. The letters become tiny...

You may think you'll never need to make your logo that narrow, but you might occasionally.

As James shows, you may consider different versions of the logo: http://www.typophile.com/node/61096

That's a good link. Normally I'm wary of multiple logo versions since employees might pick the wrong one might, but if this is for a design firm it could work.

Thanks for the comments! I prefer the first version too with greater weight on the first part of the logo. I do worry about it being too wide of a mark, and would definitely be a good idea to create a small size version. THanks for the additional link too!

Nice idea.

The colors strike me as a bit muddy, though. They could also turn out weird when printed. Have you considered a simple light-to-dark progression of a single hue, or even just keeping it all monochromatic?

I'd also prefer the first one.
But to me the kerning is off in a way that it becomes unsettling to me.
There is not really a flow.
Btw, have you tried to revers the colours?

I get the concept. But I think this word is a little bit to long to get away with it.

Just doesn't look right.

@arosa9480 - have you experimented with a condensed font, such as Steelfish or Bebas? They only have 7 and 4 weights respectively, so you'd need to customise, but it may reduce the width enough to make the concept workable.

Also, my first impression when I first saw your post was how interesting it would be if it was oriented vertically, with the letters bunching at the bottom. Is your brief relaxed enough for you to experiment with that idea?

Yes, I did try a condensed font. However, I liked the more circular-style fonts because they echoed planets, stars, etc. in space. Here is one version (all black) with all condensed font.

This still may be a better option though, what do you think?

As concept, what would probably work best would be a change of width too (which, perhaps, could allow a non varying spacing).
I’m not sure it would work as logo, though.

Also what about a shorter name with the same implications? Something like “Graviton”, perhaps.

@arosa - it's still wide, but I think that works a lot better. I also happen to prefer the reverse direction, with the letters getting heavier to the right. The image I get from the original is one of 'repulsion' not 'attraction'.

That's a great observation that it reads repulsion instead of attraction. I agree with you. Unfortunately, I just don't think that I can get this one to work ... even though I really like the concept, but, just doesn't work with the name.

If you all are interested. Here is another idea I have come up with. This is a simple mark that uses a G and a C for "Gravitational Creative" that come together to echo a planet, star, black hole, etc. Also the line on the G, going into the center of the circle, symbolizes gravity moving to the center of mass. It could also symbolize rings around a planet. I plan to use different gradients with the logo, identity items as well.

I'd appreciate any additional thoughts on this new idea. Thank you all for your thoughtful comments so far.

I've seen many similar logos, although with millions of logos in the world it's hard to come up with anything totally unique. I like that you've rotated the characters, adds some energy.

Yeah! professional logo design, go ahead......

Hmm I rather liked the very first one - the sense of release into space as you read is a bonus. The opposite happens when you read the reversed one and the letters get bloated and clump together. To save space you might consider a curved format for the letters?

The horse has left the barn but a few comments:

IMHO this does not make a good logo. It makes a great, and interesting, and even elegant type treatment for say an article title where it can be offset/balanced with page layout, but it is too imbalanced, distended, and horizontal for a logo.

All the weight is at one end or the other, and it virtually dissipates into nothingness at the end. The name implies things that are good in a design firm... design with gravity, with weight and substance and impact. But the treatment actually implies the opposite; mass dissolving into nothingness.

It's too horizontal. It will work on a web site header or letterhead, and maybe on a pen, but the constraints it poses on usage in other applications is rather severe, both in terms of form and readability.

It points up the fact an interesting and compelling design type design doesn't automatically translate into logo effectiveness and utility.

Part of the problem is the length of the name, which is right at the limit of manageability. A company name with five syllables is working at a disadvantage.

I would have tried having the name go bold-light-bold or light-bold-light and simply adjust the spacing for visual balance and readability. It would have been more compact and symmetrical. Not sure if it would still work as a logo, though. This situation sort of begs for a mark/symbol that can be used with/without the logotype.